Since more than ten years ago, organic food and fair-trade products are part of the supermarket landscape, new issues come to the scenario when consumers become more aware about other aspects of the impact of their choices. 

The rise of new issues related with consumerism and the easier access of information give birth to this new type of citizens now called, Ethical Consumers, this type of people are the ones that:

“…may have political, religious, spiritual, environmental, social or other motives for choosing one product over another, the one thinking they have in common is that they are concerned with the effects that a purchasing choice has, not only on themselves, but also on the external world around them” Harrison, Neweholm and Shaw 2005

“Being an ethical consumer means buying products which were ethically produced and/or which are not harmful to the environment and society. This can be as simple as buying free-range eggs or as complex as boycotting goods produced by child labour.”